I’m an empty nester! Instead of shedding tears while dropping off our youngest at college last fall, I did a fist bump as I exited her dorm, empty suitcase in hand. Free at last!

I’m free to travel (well, I’ve always been traveling, but now my wife can join me!). I’m free to take advantage of those opportunities for travel that, in this booming economy and travel environment, are sometimes not available due to high demand.

I’m also like tens of millions of other Baby Boomers, the target market for river cruising, who now have the flexibility to travel throughout the year. Unlike Millennials, as was evidenced by the quick reversal by Uniworld on their U by Uniworld initiative. Targeting Millennials for this market was akin to trying to put a square peg in a round hole. When the concept didn’t pan out, the company quickly shifted to the “all adults” model.

What’s the lesson here that travel agents can take to the bank? Sell to the reality, and indeed the perception, of typical river cruisers. They skew older and are booked by experienced travelers who have, in many cases, visited these locales in the past, albeit by different means. They also have high incomes/household net worth and look to value, not price, as the key measurement.

River cruises are a great value since they include all meals and some alcohol, and most excursions are included in the price (check each line to see inclusions). They become an even greater value during shoulder season, when prices can drop by 50 percent, and crowds have dissipated. Since the product is mostly all-inclusive, and river cruise companies see the value in travel agents, actual commissions paid out per voyage are quite high. Simply look at the top-tier rate, plus the average price point, and one could see a river cruise specialist earning a sixfigure income on this segment alone.

Successfully selling river cruises comes down to knowing the market segment—but more importantly—knowing your customer. Indeed, one of the key skills that can take any agent to the top is the ability to understand the customer first, the product, destination or market segment second. We can help you with the second part, but it’s up to you to dig deep on the first.

Mine that data, engage that audience, and you’ll be selling the rivers this summer.